The bloodbath that’s building a culture of content

So, you’re the sacrificial lamb—the first content marketer in a company that’s all crickets and cobwebs when it comes to creativity. Your mission? Tear down silos, obliterate barriers and force this organization to bleed creativity. Here’s your gritty blueprint for turning this barren wasteland into a thriving content ecosystem.

Chapter 1: Collaboration is not a suggestion

Grab them by the throat

You’re not just invited to the conversation; you’re crashing the party like a hurricane through a picket fence. Drag every department into your chaotic orbit. Engineers, salespeople, customer support—everyone needs to toss their two cents into the blender. Make it a bloodbath of ideas. Their fingerprints on your drafts? That’s the mark of true collaboration. Watch as passive interest morphs into full-fledged advocacy.

How to force-feed collaboration:

Open the gates: Invite every team to share their raw, half-baked ideas. No polished gems—just pure, unfiltered chaos. Encourage brainstorming sessions that feel more like gladiatorial contests than formal meetings. Let every voice be heard, no matter how rough around the edges. This is where the magic happens.
Cultivate an idea-free-for-all: Turn your brainstorming into a spectacle. Create an environment where ideas collide like atoms in a supernova. No judgment, no hesitation. Encourage wild, audacious concepts that might seem absurd on the surface. This is the breeding ground for innovation, where the seeds of creativity sprout from unpredictability.
Create a draft democracy: Let everyone see their ideas evolve. Ownership transforms into a collective heartbeat, driving the company forward.

Chapter 2: Taming the submission beast

Chaos reigns without order

You need a submission process that’s as ironclad as a medieval fortress. Set the rules, or watch the chaos consume you.

Steps to streamline:

Call for ideas: Everyone has a voice, even if it’s a scratchy whisper. Every thought matters.
Establish idea channels: Set up dedicated channels for idea submissions—be it Slack, a shared document or an intranet portal. Make it accessible and encourage everyone to pour their thoughts into this reservoir of creativity.
Ticket to ride: Implement a ticketing system. No ticket? No content. Simple. Brutal.
Pitch like a pro: Teach the masses how to pitch ideas. What’s the purpose? Who’s listening? What’s the endgame?
No false promises: Don’t sugarcoat it. Not every idea will make the cut. Prioritize with a merciless eye. This honesty builds trust and sets a realistic tone for the entire process.
Establish a prioritization framework: Develop criteria for evaluating submissions, focusing on alignment with company goals and potential impact. This framework is your compass in the storm of ideas.
Rate and wait: Develop an urgency and importance rating system. This is your lifeline for managing expectations and resources. Clear categorization prevents bottlenecks and ensures that critical projects receive the attention they deserve.

Chapter 3: Victory shouts from the rooftops

Every win is a battle cry

Did your podcast seal the deal on a massive contract? Did a social media blitz triple your engagement? Shout it out like a war hero returning from battle. Metrics, success stories and quotes—make the impact undeniable. Every victory is ammunition for the next battle.

How to broadcast:

Identify top performers: Treat them like trophies. Gut them, fillet them and serve them up for others to feast on.
Repurpose success: Let other teams repurpose your top content. Turn your wins into their firepower.
Create a resource hub: Establish a centralized hub where successful content and insights are easily accessible. Encourage teams to tap into these resources, sparking inspiration and new ideas while amplifying your wins throughout the organization.

Chapter 4: Turn contributors into legends

Transform raw inputs into pure gold

When someone throws you a bone, turn it into a trophy. Mold their input into something so brilliant it blinds everyone else. Keep their effort minimal, but the glory massive.

Steps to elevate contributors:

Public gratitude: Thank them in a way that leaves no doubt about their value. Make it loud, make it proud. Whether it’s in a company-wide meeting or a celebratory email blast, elevate their contribution to a heroic status.
Create a hall of fame: Establish a monthly spotlight where contributors are honored publicly. Feature their input in newsletters, on the company intranet or during all-hands meetings. Build a narrative around their involvement, transforming them into legends in the eyes of their peers.
Share success stories: When their ideas lead to a successful campaign or project, document the journey. Showcase their input as a crucial piece of the puzzle. Share metrics, feedback and the impact their contribution made. This not only reinforces their value but inspires others to join the fight, knowing their efforts can lead to real results.
Build a community of recognition: Create a dedicated channel, whether on Slack or another platform, where team members can publicly acknowledge one another’s contributions. Encourage everyone to participate, fostering an environment where gratitude and recognition flow freely. This creates a snowball effect, where people start seeking out opportunities to contribute just to receive that spotlight.

Chapter 5: Create a web of influence

Host, collaborate, dominate

Workshops, brainstorming sessions—make content creation everyone’s job. Each interaction deepens the culture of content, strengthening your grip on the organization.

Tactics to build influence:

Engage everyone: Entangle as many people as possible in the content web. The more involved, the more indispensable you become. Each department has unique insights that can elevate your content to new heights. Encourage cross-departmental collaboration, turning silos into bridges.
Create content champions: Identify potential advocates in each department and empower them. Give them the tools, knowledge and freedom to champion content initiatives within their teams. They’ll act as your spies and allies, spreading the gospel of content creation far and wide, transforming the culture from the inside out.
Host regular collaborative sessions: Set up recurring workshops that aren’t just one-off events but part of a larger strategy. These sessions should be fun, engaging and dynamic. Encourage brainstorming where all ideas are valid, creating an environment that inspires creativity. Use these moments to build camaraderie and ignite passion for content.
Leverage influence networks: Foster relationships with influential team members beyond just immediate collaborators. Find allies in upper management, project leaders or even interns who have a knack for creativity. Every relationship is a potential opportunity to amplify your voice and expand your influence throughout the organization.
Involve everyone in the process: Make it clear that content creation isn’t just the marketing department’s responsibility; it’s an organizational effort. Instill the belief that every employee has a role to play. By democratizing the process, you cultivate a sense of ownership and pride among all employees.
Regularly check in: Create feedback loops where contributors can voice their thoughts on the content process. This fosters open communication and allows you to adapt your strategies based on their insights. When people see their feedback being valued and implemented, they’re more likely to invest their time and energy into the process.
Transform participation into passion: Make involvement in content creation not just a task, but a movement. Create challenges, competitions or theme weeks where everyone can contribute in fun and engaging ways. When people are emotionally invested, they’ll pour their heart into their contributions, transforming the entire culture of content.

Chapter 6: Assess, adapt, advance

Your battle plan for victory

It’s time to take stock of the battlefield. What’s the current state of content? What resources are at your disposal? Identify the gaps and opportunities like a hawk eyeing its prey.

Steps to assess:

Identify key players: Find the champions of your cause. Build relationships and show them the power of content. Don’t just know their names—forge connections. Engage them in conversation, understand their goals and demonstrate how robust content strategies can amplify their successes. Make them feel like the heroes they are, vital to your mission’s success.
Launch a proof of concept: Pick a small, high-impact project and execute it flawlessly. Broadcast the success like a victory parade. Use metrics, testimonials and vibrant storytelling to illustrate the triumph. Make it impossible for anyone to ignore the power of what you’ve achieved.
Establish processes: Set up clear systems for content creation and approval. Implement ticketing systems, editorial calendars and standardized templates. The easier you make it for people to contribute, the more likely they are to engage. But also make it mandatory—no participation means no progress. Processes shouldn’t be static. Schedule regular reviews to assess what’s working and what’s not. Be open to feedback and willing to adapt your systems as the organization evolves.
Host training sessions: Educate your colleagues about the value of content. Make it part of their DNA. Show them how their input feeds into the larger narrative and impacts the company’s mission. Instill a sense of pride in contributing to a greater cause. Establish continuous learning opportunities—workshops, lunch-and-learns and one-on-one sessions—to keep the momentum going. The more knowledgeable and engaged your colleagues are, the stronger your content culture will become.

But what if I’m in a more established company and not the first content hire?

Welcome to the corporate jungle, where moving the needle is akin to herding cats. You’re stepping into an existing ecosystem, and it’s messy.

How to navigate:

Understand the landscape: Who’s doing what? What’s a hot mess? Identify where the landmines are buried. Who are the movers and shakers? Who’s dragging their feet? Map out the hierarchy, the key players and their respective priorities. Knowledge is power, and in this jungle, ignorance is a death sentence.
Every organization has its disasters waiting to implode. Identify the projects that are floundering and the processes that are outdated. These chaotic pockets are your potential battlegrounds where you can initiate change and show your value.
Find the gatekeepers: Identify who holds the keys to budgets and influence. Get in their good graces. They’re the ones who can open doors or slam them shut with a flick of their wrist. Show them you’re on their side, that you understand their priorities and that your goals align. When they trust you, they’ll be more likely to back your initiatives.
Respect the old guard: Acknowledge existing efforts but make it clear evolution is necessary. Present your ideas as natural progressions rather than radical shifts. This makes it easier for the old-timers to embrace change without feeling threatened.
Educate the ingrained: Show your colleagues the value of modern content marketing. Use data, case studies and tangible examples to demonstrate the impact content can have on engagement, brand visibility and revenue. Embed this knowledge into the company culture. Host workshops, lunch-and-learns and informal sessions to continually elevate the conversation around content.

When to throw in the towel

Sometimes, despite your best efforts, the bureaucracy is just too thick. Know when it’s time to pivot or pack it up.

Warning signs:

Constant resistance: If solid ideas get shot down every time, you’re in a war of attrition.
Stagnation: Months with no tangible progress? Time to reevaluate.
Lack of executive support: If the higher-ups aren’t backing you, your ship is sinking.
Toxic culture: If the environment is resistant to change, you’re fighting an uphill battle.
Burnout: If you’re drained and unfulfilled, step back. Your mental health is paramount.

Forge ahead

You’re the hammer and the anvil, the fire and the forge. It’s never too late to pivot, even if you didn’t start this way. Keep pushing, keep shouting and keep forging a content culture that’ll stand the test of time. The battle may be brutal, but victory is within your grasp.

Are you looking to bring in your first content hire and unsure where to start? I can help you hire, onboard and set your content marketer up for success.

Building a culture of content FAQs

1. How do I get everyone on board with content creation if they’re all doing their own thing? Don’t wait for them to come to you; storm their meetings and stalk their Slack channels. Create a whirlwind of collaboration where everyone’s ideas collide like fireworks. Your goal? Transform passive interest into active engagement, and turn every department into your content creation allies.

2. What’s the best way to handle an idea that seems too outlandish to work?
Embrace the chaos. No idea is too wild when you’re in the business of disruption. Think of it as a creative alchemy lab—some of the most groundbreaking ideas start as seemingly absurd notions. Put it in the blender with other concepts, let it simmer and see what emerges. If it doesn’t work, at least you’ve tried something audacious.

3. How do I manage the avalanche of ideas once they start pouring in?
Welcome to the chaos. Implement an ironclad submission process with clear rules. Set up channels—Slack, Trello, whatever fits. Every idea needs a ticket to ride, and not every ticket gets a golden pass. Prioritize with brutal honesty, and use a framework to evaluate and sort the flood. This keeps the process manageable and ensures the best ideas rise to the top.

4. How do I make sure everyone knows about the wins without seeming boastful?
Shout it from the rooftops, but with style. Celebrate your victories like a war hero, but make it part of the culture. Share metrics, success stories and quotes with a flair that makes them irresistible. Create a resource hub where your wins are on display, and let others repurpose your successes. This way, your triumphs become communal victories.

5. How do I turn contributors into legends without it feeling forced?
Public gratitude is key. Elevate their contributions with grand gestures of appreciation—company-wide shout-outs, feature them in newsletters or spotlight them during meetings. Build a hall of fame for their efforts and document their success stories. Create a community where recognition is part of the daily grind.

6. What if I’m not the first content hire but stepping into a more established company?
You’re diving into a complex ecosystem. Start by understanding the terrain—who’s doing what, and where the messes are. Identify key players and gatekeepers, and respect the old guard while advocating for necessary evolution. Use data and case studies to show the impact of modern content marketing. If you encounter insurmountable resistance, know when to pivot or rethink your strategy.

7. How can I get executive buy-in for my content initiatives?
Build alliances. Show executives how content aligns with their goals and how it can amplify their successes. Demonstrate the potential ROI with data and case studies. Make them see content not as a cost but as an investment. When they’re on your side, you’ll have the backing you need to push your initiatives forward.

8. What if I’m experiencing constant resistance and my ideas keep getting shot down?
You might be in a war of attrition. Assess if the resistance is systemic or just temporary friction. If it’s a deep-rooted issue with no hope for change, it might be time to reevaluate your strategy or even your position. Sometimes, despite your best efforts, the environment just isn’t conducive to the change you’re trying to implement.

9. I’m ready to bring in my first content hire. How do I make sure they’re set up for success?
Let’s get you sorted. I offer a comprehensive package to help you hire, onboard and set up your content marketer for success. From crafting the right job description to integrating them seamlessly into your team and setting up 30-60-90 day goals, I’ve got you covered.